Brand Book (Burberry) UK

BURBERRY’S BRAND BOOKLOGO & IDENTITY

Figure 1: “In 1904 Burberry’s Equestrian Knight Logo was developed. The Latin word Prorsum

(which) means ‘forwards’ and is the registered trademark of the brand. The iconic Burberry

check was created in the 1920s as a lining in its trench coats! During WW2, Burberry continue

to supply high quality gabardines to servicemen in all branches of the services, and was

awarded the Royal Warrant from Her Majesty The Queen in 1955” (Juli TENG, 2011).

Brand Mission & Vision statement:

The mission statement of Burberry is very brief. It states:

“Brand, Business, Culture” (Dihmes, 2013). The mission statement

clears that Burberry offers the customers the brand instead of

only products and a great cultural experience (European one of

course) in its business around the globe and compete with its

best resources. A brand is much more than a product, it is an

experience.

The vision of Burberry is: “We have a vision – to be the first

(fashion) company that is fully digital end-to-end” (Chaffey,

2012). The point made here is simple. The management, whether

top, middle or lower, need to be in constant contact with the

customers who are using, have used, or are even in some kind of

contact with their brands.

While launching a new product or checking the sales of the

already introduced products in the past, Burberry uses social

enterprise or social media to reach their customers. It is cost

effective, fast and a large number of customers can be handled at

the same time through this.

Example: Instead of a magazine ad, Burberry launched a Facebook

campaign for its products, Burberry Body Fragrance, to reach

maximum audience. It also used an ad and published it online at

YouTube (Chaffey, 2012).

Brand history

When it comes to the market of Global Fashion, Burberry is indeed

a name that is included. Burberry started working as a business

in the year 1856 in United Kingdom under the leadership and

management of Thomas Burberry, a 21 years old British boy. It is

recognized by its distinct plaid pattern including the colours

red, white, camel and black. Customers have been happy about the

quality, durability and above all the innovativeness the brand

offers. The innovativeness included the first ever water

resistant fabric. This brand was worn by many adventurers

including mountain climbers, swimmers and travellers of the ice

cold places. This brand has been using the cultural and

traditional touch with all new designs and new collections to

maintain its image and focus on the roots. Since the starting of

the first shop of Burberry in London (Haymark), its stores have

been opened in more than 38 countries worldwide (Robinson, 2013).

Burberry is a luxury brand which is listed in both LSE & FTSE, so

Burberry is strong financially and it is considered to be the

98th most valuable brand in the world (Juli TENG, 2011).

Brand platform / essence (emotional &

functional values, personality)

The brand Burberry is also having a

remarkable feeling value to it. The

relation to the British soldiers,

history of British oldest brand name known, quality, social

approval because of the celebrity endorsements, elite and

attractive perception that the consumers have of this brand make

it really close to the consumers and it also has earned respect

in their hearts.

Brand positioning (why they can claim this above all others)

The brand positioning is done wisely. By using adventurers,

swimmers, mountain climbers, celebrities like the 007 Daniel

Craig and Victoria Beckham, luxury status which only selected few

can buy, it has become a status symbol and fashion identity.

Following is a brief view of Burberry’s brand positioning in the

apparel section (Juli TENG, 2011).

Figure 2: Brand Positioning Burberry (Juli TENG, 2011)

Consumer segments

Burberry is offering products for 3 categories including for men,

for women and for children. The products are provided in the next

heading. The brand targets luxury brands lover. But while

promoting the brand name through online medium Burberry only

allows the present customers to enter the website’s campaign but

it allows the visibility for everyone. Thus not everyone can

afford the brand and Burberry knows it (Rebeiro, 2011).

Product & branding guidelines

Burberry is right now offering a wide selection of products not

stopping at only the apparel category. Burberry is right now

offering following innovative and high quality products

(Burberry, 2014):

1. Apparel

According to the official website of

Burberry, in the apparel section the

products range include trench coats both

heritage and seasonal; ready to wear

including coats, jackets, dresses,

knitwear, shirts, polos, denim, swimwear

(for children, men and women) and hooded tops

and underwear (for men).

2. Footwear

For females, prorsum, ballerinas, flats,

sandals, pumps, boots and trainers are offered.

3. Handbag

Check bags, leather bags, tote bags, clutches, bowling bags,

shoulder bags etc are being offered to customers of both

genders.

4. Others

Jewellery, sun glasses, key charms, digital cases, belts,

watches etc are offered as well.

5. Beauty & Fragrance

Makeup and perfumes including Burberry body, classics, Brit

etc are offered by Burberry to its customers promising

innovation and high quality.

Communication guidelines

Burberry has been always trying to find ways, new and innovative,

to do stuff. Communication is also part of its innovative

planning. Burberry’s chief creative officer has promised that the

future holds nothing less than perfect. He promised to “build on

an increasingly powerful brand (and continue to) push the

boundaries of design, technology and communication (and its)

heritage, Britishness and values”. According to the article,

“Bailey has promised to continue to push the digital boundaries.

The fashion brand has launched

digital initiatives such as

Kisses with Google in the past

year” (Parsons, 2013).

Customer engagement is increased and so is the value for Google

and Burberry. “A campaign such as Burberry’s is able to engage a

consumer because the action is something that can be of personal

benefit to the consumer, something that is very different than

asking someone to share your latest product” (Shea, 2013).

Bibliography

Burberry, 2014. Site Map. [Online] Available at:

http://uk.burberry.com/site-map/ [Accessed 2014].

Chaffey, D., 2012. How digital and social media can transform

businesses. [Online] Available at:

http://www.smartinsights.com/goal-setting-evaluation/vision-

setting/digital-and-social-media-transform-business/ [Accessed

02 May 2014].

Dihmes, W., 2013. Strategic Planning for cometitive planning.

[Online] Available at: http://inspiredbyburberry.blogspot.com

[Accessed 02 May 2014].

Juli TENG, Y.Y.Z.S.F.H.D.C.H.Y.L.J.T.Z., 2011. Brand Burberry.

[Online] Available at:

http://brandburberry.wordpress.com/about/ [Accessed 02 May

2014].

Parsons, R., 2013. Burberry's new CEO: 'We will continue to push

communication boundaries'. Marketing Week, 15 October.

[Accessed 02 May 2014].

Rebeiro, M., 2011. 5 principles to guide luxury brands’ use of

social media. [Online] Available at:

http://www.rmmlondon.com/research/5-principles-to-guide-

luxury-brands-use-of-social-media/ [Accessed 02 May 2014].

Robinson, E., 2013. Burberry. [Online] Available at:

http://www.brandsbook.com.au/burberry/ [Accessed 02 May 2014].

Shea, E., 2013. Burberry engages consumers in branded peer-to-

peer communication via Google. Luxury Daily, 13 June.